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20 page eBook prepared by the Arkansas State University Small Business and Technology Development Center for area entrepreneurs just starting a new business. Step by step guide to getting the word …

20 page eBook prepared by the Arkansas State University Small Business and Technology Development Center for area entrepreneurs just starting a new business. Step by step guide to getting the word out for a successful opening.

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  • 1. HelpingReal Peopleand Real BusinessesSUCCEEDSTEPS TO HELP YOU GET STARTEDInformation insideincludes: • Advertising to utilize before the ground breaking • Contacts to help reach the local market • Marketing research services provided by the ASU SBTDC
  • 2. This booklet aims to help real people get started with realbusinesses step by step. It provides information about differenttypes of advertising to utilize before the grand opening,including Internet and social media resources, contacts to helpreach the local market, and marketing research services offered bythe ASU SBTDC.The SBTDCThe Small Business and Technology Development Center located atArkansas State University offers counseling, business plan reviews,training, and market research to the small business community.ConsultingThe SBTDC can assist you with topics such as providing freeone-on-one professional consulting on preparation of loanrequests, financial analysis, and budget development. Consultantscan provide general business advice; however, they cannot providespecific tax, accounting, or legal advice.Market ResearchOur Center has access to research reports that may not bereadily available to business owners and entrepreneurs. Theresearch can often be customized based on the client’s businessand location.TrainingThe SBTDC offers a wide variety of live and online classes to thosewho are interested in starting a business. The first courserecommended to those who are considering starting a businessis "Starting a Business in Arkansas."Page 2Guidelines for this Booklet
  • 3. Table of ContentsGuideline for this Booklet 2Getting Ready for the Grand Opening 4Creating Yourself 5Social Media 5Internet Resources 5Social Media Resources 6Other Resources 6Contact Jonesboro Websites 7Local Advertising 8Covert Advertising 8Print Advertising 9Broadcasting Advertising 10Outdoor Advertising 13The ASU ASBTDC 14Services Offered 16Seminars Offered 17Our Staff 18Planning for Grand Opening 19Page 3
  • 4. Page 4Local AdvertisingInforming potential customersand the community of anupcoming Grand Opening isessential in making a newbusiness a success. The best wayto do this is to advertise locally.Prime outlets include the citynewspaper, local televisionstation, local radio stations, andbillboards, etc.When executed correctly thesepowerful marketing tools can helpto inform customers about a newbusiness.Marketing DecisionsOne of the most important factorsin marketing is determining theaudience you wish to reach. Themarket that you intend to targetshould be anyone who mightbenefit from the products orservices being offered.After choosing the medium youwish to market through, schedulethe advertisement during timeswhen your target market will bethe majority of the audience.Social Media can also be utilizedto introduce your brand to themasses. Online social networkssuch asFacebook and Twitter are just afew of the online venues that canbe employed to help you reachpotential customers.Social media tools are more thanjust new communication tools –when entrepreneurs harness thepeople power behind the tools toconnect with customers in theright way, small businesses growand reputations are made.Once you have made the decisionto dive into internet marketing,you will quickly realize thatbanner ads are not nearly aseffective as social mediamarketing. People have becomeblind to internet banner adsbecause they are everywhere, butif you can create exclusiveinteresting content on a socialmedia site, it will attract a lot ofbuzz.Getting Ready for theGrand Opening
  • 5. Page 5Create YourselfThis allows potential customers to find your page through searchengines as well as allow the community to become familiar with yourbusiness or brand.• Create an account for your business on Facebook,Twitter and Linked-in• Start Inviting Friends• Make sure to review, send messages, and upload information, videos, and photos dailyCreate YourselfSearch Engine OptimizationSearch engines have recently been recognized as the most effective formof marketing compared to house email, viral video, house blogs, social siteprofiles, and Twitter feeds.The majority of first time visitors will happenacross your page via a search engine result.Getting ListedOnce you have a website be sure and “Get Listed” at www.getlisted.org,a free resource for small business owners to learn more about the waytheir businesses are listed online.
  • 6. When you launch into a social media, take a look at which mediumsyour target audience uses the most.Keeping an eye on social media statistics (Twitter trends, digitalmarketing trends, and search engine rankings) is important to keepin mind as the average internet user’s activity shifts. Keep yourself updated by checking some of the following sites for search engine andsocial media statistics:• eMarketer.com• Hitwise.com• comScore.com• SearchEngineLand.comPage 6Request information from the Jonesboro Regional Chamber of Commerceabout sending a newsletter email blast to all members with informationabout your new business. Chambers will often host a ribbon cuttingceremony for members.Jonesboro RegionalChamber of CommerceP.O. Box 789Jonesboro, AR 72403Phone:  870.932.6691Contact Info:
  • 7. Page 7As consumers get smarter and more specific abouthow they search, they are stepping away from theglobal market place and reaching out to a local one.Created by Occasions Publishing Group, Jonesboro.com is an importantresource for local businesses who wish to reach consumers in thecommunity and promote their brand for free. They also have a program forpaid advertisements.Contact: Audrey Poff, Publisher & EditorEmail: audrey@jonesborooccasions.comCompany Info:Jonesboro Occasions274 Southwest Dr.Jonesboro, AR 72403Phone: 870.931.0012Kait8 is a highly trusted local brand that allows Region 8 businesses to reacha distinct and targeted audience in order to promote and inform viewers oftheir brand. Kait8-Tv Online has become a wonderful source for news andinformation that offers unique opportunities to advertisers such as:• Integrated Content Sponsorships• Targeted Opt-In Email Campaigns• Streaming Video SponsorshipContact: Howell Westbrook,Senior Account ExecutiveEmail: hwestbrook@kait8.comCompany Info:KAIT-TVP.O. Box 790472 County Rd. 766Jonesboro, AR 72401Phone: 870.933.8888
  • 8. Page 8Local AdvertisingLearn what is available in your area...• Covert Advertising• Print Advertising• Broadcast Advertising• Outdoor AdvertisingExploring the local advertising options can help you to collect theinformation needed to determine which media outlets you willeventually use.Covert advertising is a unique kind of advertising in which aproduct or a particular brand is incorporated in entertainment.The Malco Hollywood movie theatre reaches a large number of consumersespecially during new movie releases.Advertising options available include:• Cinema Spots• Cinema Slides• Digital Preshow• Lobby PromotionsMalco Hollywood2407 East Parker Rd.Jonesboro, AR 72401Phone: 870.802.3456Contact Info:
  • 9. Page 9The Jonesboro Sun is Northeast Arkansas’ regional newspaper servingover 80,000 readers with a market coverage in seven counties ofArkansas each day.The Jonesboro Sun518 Carson StJonesboro, AR 72401Phone: 870.935.5525Company Info:Lisa A. Lynn, Advertising DirectorEmail: llynn@jonesborosun.comContact:Jonesboro Occasions is a publication of locally-owned and operated Occasions Publishing Group.“This publication is dedicated to the culture andlifestyle enjoyed by readers in Northeast Arkansasand we exist to make a significant contribution tothe greater good of the community.”-Audrey PoffContact: Rodney Poff, Advertising DirectorEmail: rodney@jonesboro.comCompany Info:Jonesboro Occasions274 Southwest Drive P.O. Box 1681Jonesboro, AR 72403-1681Phone: 870.931.0012
  • 10. Page 10Television is the only media that can reach large audienceswatching the same thing at the same time.The Region 8 market is comprised of approximately 25 counties inArkansas and Missouri. KAIT 8 captures the majority of the viewinghouseholds located in Region 8 and is the #1 station in 9 of these coun-ties and the #1 ABC affiliate in another 8 counties.• KAIT 8 Drive for Life• Community Weather Cams• Scholarship Salute• Teacher of the Year• Football Friday NightSponsorship Opportunities include:Company Info:KAIT-TVP.O. Box 790472 County Rd. 766Jonesboro, AR 72401Phone: 870.933.8888Contact:Howell Westbrook, Senior Account ExecutiveEmail: hwestbrook@kait8.com
  • 11. Page 11Suddenlink Media can help you effectively, efficiently and affordablytarget your audience with cable television advertising and a suite ofother advanced digital advertising solutions.• Local Commercials• Commercial Production• Mobile Text Services• Network PromotionsCompany Info:Suddenlink Communications1707 Stone St.Jonesboro, AR 72401Phones: 870.933.9300Contact:Jim Watkins, Account ExecutiveEmail: jim.watkins@suddenlink.comThe advantage radio advertising offersyour business stems from its uniquecombination of high reach, high targetability, and low cost.Jonesboro Radio Group has a number of radio stations in the Jonesboromarket to reach a variety of listeners.Company Info:Jonesboro Radio Group 314 Union StreetJonesboro, AR 72401Phone: 870.933.8800Contact:Kevin NeatheryEmail: Kevin@jonesbororadiogroup.com
  • 12. Page 12East Arkansas Broadcasters of Jonesboro owns radio stations across theentire state. They have a contemporary country station, KFIN, a popularmusic station, KIYS, a class country, KWHF, along with two AM talk stations, KBTM & KNEA in the Jonesboro area market.East Arkansas Broadcasters407 W. Parker Rd.P.O. Box 1737Jonesboro, AR 72403Phone: 870.932.8400Company Info:Contact: Chuck Crossno. Director of SalesEmail: ChuckCrossno@EABJonesboro.comMor Media Inc in Paragould, AR is a privately owned broadcasting companythat offers radio advertising services to local businesses on their station,KDRS.MOR Media400 Tower DriveParagould, AR 72450Phone: 870-236-7627Company Info:Contact: Dina Mason, OwnerEmail: dina@kdrs.com
  • 13. Page 13American consumers spend more time out-of-home than watchingtelevision, reading the paper, or listening to the radio which allowsoutdoor advertising to reach consumers while they are traveling.Company Info:Lamar Outdoor401 West Parker Rd.Jonesboro, AR 72404Phone: 870.935.4603Contact: Angela TaylorEmail: ataylor@lamar.com
  • 14. Page 14The ASU SBTDCNew Opportunities forSmall BusinessesThe Arkansas Small Businessand Technology DevelopmentCenter is a statewide network thatserves and supports the smallbusiness community offering one-on-one professional consulting forbusiness owners and entrepreneurs.Located on Arkansas StateUniversity’s Jonesboro campus in theDelta Center for EconomicDevelopment, the ASU SmallBusiness and TechnologyDevelopment Center is a part of thestatewide network of small businessassistance centers.The ASU SBTDC:• In 2012 our consultants workedon 28 capital projects helping ourclients access over $6,600,000 infinancing.• Using our resources, 239 clients received assistance for their startup or existing businesses.• Small Businesses that workedwith our consultants created 120new jobs and our work resultedin 151 saved jobs that might have otherwise been lost.• Conducted 69 small businesstraining workshops with over 926attendees on topics from “Startinga Business” to “Business Financ-ing Options,” and a wide variety of cutting edge marketing workshopsespecially in social media and on-line marketing.The ASU SBTDC assists entrepreneursat every stage of business developmentand growth. Our knowledgeableconsulting staff provides one-to-oneconfidential guidance and feedback,plus information, recommendations,and resources specifically tailored toany small business venture.Primary areas of assistance includeplanning, technology, financing,marketing, growth, management, website optimization, and business profit-ability.
  • 15. The mission of the Arkansas Small Business and Technology DevelopmentCenter is to achieve a significant positive economic impact by providingquality service to assist businesses and nascent entrepreneurs to operateprofitable ventures. As an accredited member of a national program, theASBTDC is a statewide delivery network that pursues its mission inpartnership with the U.S. Small Business Administration, the University ofArkansas at Little Rock, other institutions of higher education, andadditional key strategic alliances.ASBTDC offers free business consultingand market research services to Arkansassmall businesses.For more information call 870-972-3517http://www.astate.edu/a/business/sbtdc/index.dotThe ASU SBTDC is funded in part through a cooperative agreement with theU. S. Small Business Administration through a partnership with theUniversity of Arkansas at Little Rock and the Arkansas State UniversityCollege of Business.Page 15
  • 16. Starting a new business requires extensive planning and preparationwhich is quite time consuming. To assist in this process, the SmallBusiness and Technology Development Center offers a variety of servicesto assist new business owners.Help available to you includes:• Advice on operating challenges in your existing business• Review of your business plan and strategies• Guidance in starting your new business• Advice on purchasing of existing businesses• Preparation of your loan request• Financial Analysis and budget development• Web Site Optimization• Market ResearchPage 16
  • 17. Page 17The ASU SBTDC offers seminars and training programs that focus onproviding current, practical information on a wide variety of businesstopics.  SBTDC staff and professionals from the business communityteach basic business skills as well as provide training on moreadvanced topics.How to RegisterOnline:  http://asbtdc.ualr.edu/training/jonesboro.aspPhone: 870.972.3517Fax:       870.972.3678Email:   asusbtdc@astate.eduMail:      ASU SBTDC             P.O. Box 2650 State University, AR 72467
  • 18. Herb LawrenceCenter Director and Training DirectorEmail: hlawrenc@astate.eduLaura MillerLead Business ConsultantEmail: lmiller@astate.eduRobert BahnBusiness ConsultantEmail: rbahn@astate.eduLois TravisAdministrative AssistantEmail: lois@astate.eduPage 18
  • 19. 3 Months before your opening ...• Create an email address with yourbusiness domain• Develop a Company Signature orLogo• Design a Business CardPage 19These few initial steps enable you to begin communicatingwith potential customers.Three weeks before ...• Decide what media you will use to promote your grandopening• Decide and order the items you will give away to peoplewho attend• Get with someone to plan the food that will be availableTwo weeks before ...• Contact the Jonesboro Sun about doing a story aboutyour new business and about your upcoming grandopening. 935-5525• Decide the hours of the grand opening celebration
  • 20. Page 207 days before6 days before5 days before4 days before3 days before2 days beforeTHE DAY BEFORETHE DAY OF THE GRAND OPENINGTHE DAY AFTER